Probably the most striking things about the Greenbuild show were how well attended the event was and how wide the selection of products are that today’s green industry has to offer.

The biggest issues in environmental sustainability for built environments are generally about water conservation, energy efficiency and health related concerns. On display were rain catchment systems to recycle rainwater, products and systems that contribute to the energy efficiency of the building envelope as well as home and commercial HVAC systems that kept air circulating properly — all critical areas.
Against those overarching concerns, it was a bit difficult for flooring companies to find their way into the spotlight.

More often than not, the message for flooring manufacturers was either natural materials or recycling efforts. As far as this audience is concerned, natural and environmentally sound materials are seen as the price of admission — without that you’re not likely to even get noticed.

But the flooring companies that did best were those that had real sustainability stories that go beyond product and are more tied to corporate culture, a commitment to the environment and a track record of meaningful sustainable initiatives.
Most viewed this as a branding opportunity and a way to convey the message that they offer environmentally friendly products, that they have a corporate commitment to sustainability and that they continually invest in new product development and processes that serve the cause of sustainability.

Those were the stories that spoke to this audience. Whether it was DuPont’s bio-Based Sorona carpet fibers or Crossville’s partnership with Toto to recycle postconsumer sanitaryware or Interface’s role in developing an industry first Health Products Declaration to bring to specifiers and consumers transparency over product ingredients, these were the issues that drove conversations, inquiries and overall interest.

Surprisingly, there was still plenty of greenwashing going on, even in flooring. I was surprised to see how some smaller companies either didn’t themselves fully understand the limitations of their products or its performance relative to sustainability, or they overstated the importance of their green benefits. That in itself is bad enough, but making such misleading claims in front of an educated and dedicated audience as these folks I can’t help but think is a major mistake. When these people are talking about rooftop gardening, irrigation and rain catchment systems, it seems foolish to think that they won’t see right through some of these false or misleading claims. And it might lead them to condemn a whole category of product — flooring — over a few bad apples.

Truth is, flooring does have a great story to tell and while it may not be the star of the show at an event like Greenbuild, its contributions to sustainably built environments are real and meaningful. And that’s enough for now.